This seems like a bold claim from EA and most likely highly inaccurate. I only see three reasons they would make this claim:

The systems are going to be much more expensive than what we have seen in the past.

They are trying to give some reasoning for soon to be increased game costs.

They are trying to capture some of the PC gamer market.

The cynic that I am, I am fearing that it is going to be the higher game cost. Consoles have never been threatened by PC gamers and I don't think that many people would be highly surprised by a $600 system, at least not enough to warrant this type of statement from EA.